And it is along those lines, that the company developed an Alabama T-shirt in response to the initial Auburn shirt.

"You need something to shake things up in a rivalry," he said. "How many championship shirts can fans wear? We like to say that we print 'the fightin' words' between rivals.

Clearly.

The Alabama shirt simply asks the question on the front, "Got a second?

The back answers the question, "Yes, our second was in 1926."

It also says "our 15th was in 2012."

And, "15 > 2"

"(Alabama) fans were fed up," Murray said of the catchphrase. "We pointed out that Auburn is still stuck at No. 2 (after the loss to Florida State in the BCS title game)."

Murray said the Alabama version of the shirt has sold thousands, and the company had to place three additional orders. "That's been huge," he said. "When the season's over, you typically don't sell well, especially if the team doesn't do well."

He said the Smack shirts are available at Campus Spirit, Lynn's Hallmark, Auburn Spirit, Alabama Book, Sports Mania, University Collectables and Abby Nichols.

"We say our shirts are fighting words for fans," Murray emphasized, "and with Alabama-Auburn, it doesn't get much better than that."